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T65 Medicare Birthday Campaign

Who it's for​

Insurance agents who sell Medicare plans and want to reach prospects automatically in the enrollment window - roughly 3–6 months before their 65th birthday.

The play​

Upload your prospect list with birth dates. Set up a Birthday campaign — the system fires automatically ahead of each recipient's 65th birthday. Everyone on the list gets a personalized mailer at the right moment without you manually tracking who is turning 65.

Expected signals​

  • Well-timed T65 mail during the enrollment window sees higher engagement than general insurance mail
  • QR scan rates on targeted T65 lists commonly run 3–8%
  • Most conversions happen within 2–4 weeks of the first touch; a 2–3 touch sequence amplifies results

Step-by-step​

1. Prepare your prospect list​

Required CSV columns:

  • First Name, Last Name, Address, City, State, Zip
  • Birthday - in MM/DD/YYYY format (thanks.io uses this to trigger the campaign)

Upload to a mailing list named "T65 Medicare Prospects."

2. Create your Message Template​

In the left navigation, go to Message & QR Templates and create a new template. Keep it empathetic and informative:

Hi %FIRST_NAME%,

Your Medicare enrollment window is coming up. If you're turning 65 this year, now is the right time to review your options - before the Open Enrollment deadline.

I specialize in Medicare plans in %CITY% and would love to help you find the right coverage at no extra cost to you.

Scan the QR code for a free consultation, or call me directly.

%YOUR_FULL_NAME%, Licensed Insurance Agent
%YOUR_PHONE%

Run Rate My Content — aim for 8+ on personalization and CTA. Save the template before moving on.

Send method: Automated Campaigns → On Recipient's Birthday — fires automatically for each prospect ahead of their birthday.

3. Set up the Birthday campaign​

  1. Go to Automated Campaigns in the left navigation.
  2. Click Add Automation.
  3. In the Add Automation modal:
    • Select What To Send: choose your mailer format (Notecard or 4×6 Postcard).
    • Select An Image Template and Select A Message Template for your Medicare outreach piece.
    • Select A Mailing List: choose your "T65 Medicare Prospects" list.
    • In the Sending trigger dropdown, select On Recipient's Birthday.
  4. Click Save.
Timing

The birthday trigger automatically mails each prospect so the piece arrives about 10 days before their birthday. That's within the Medicare Initial Enrollment Period, so the timing is intentional.

Want to reach prospects earlier — say, 3–6 months out? The birthday trigger can't do that. Instead, add prospects to a Days After Added campaign and set it to fire shortly after you add them to your list.

Either way, remove contacts from the list once they've enrolled — the birthday trigger runs every year.

4. Add a follow-up touch​

Consider a second touch 30 days later using a Days After Added campaign on a follow-up list:

  • Touch 1: Birthday campaign mailer (arrives ~10 days before the birthday)
  • Touch 2: If they scan the QR code, move them to a Hot Leads list that triggers a Day 1 follow-up Notecard

5. Track QR scans​

Anyone who scans is actively researching Medicare. Follow up within 24 hours - this is a warm lead.

Pitfalls​

  • Missing birthday data. The campaign requires a Birthday field in your list. Without it, nothing fires. Ensure the field is in MM/DD/YYYY format before uploading.
  • Sending to prospects who've already enrolled. The birthday trigger recurs every year. Remove contacts from the list once they've signed up for a plan.
  • No follow-up. A single touch in this window often gets missed. A second touch — or a phone call triggered by a QR scan — significantly improves response.

Run this play​

  1. Upload your list with birthday field
  2. Set up an On Recipient's Birthday campaign
  3. Enable QR tracking on your Message Template
  4. Set up a follow-up with Days After Added